PNW Culture

I came to the PNW from Texas, where the landscape and even the language of the outdoors were entirely new to me. I didn’t know how to say “crevasse,” but I learned quickly, because connecting with an audience means understanding the world they move through.

Collaborating on campaigns for The North Face and JanSport felt like a natural extension of the place, the people, and the gear you see every day here. The work focused on clear audience understanding, using visual cues and tone that felt familiar and relevant to the people it was made for.

Years later, I became a trail runner myself. The outdoors has a way of pulling you in, and once it does, you start to notice the gear, the growing Instagram photo collection, the stories, and the culture that surrounds it.